"A label as a competitive advantage in the property sector."
The property sector is evolving with the changing needs of society, but with stricter energy standards, each new-build project seems to be environmental and “green”. So, the question arises as to how a project can stand out. An innovative concept has arrived from the United States in the shape of the WELL Certificate. We asked Project Manager Laura to tell us more.
So, if it’s not just about sustainability, what else is required to receive the Certificate?
We measure a building’s positive influence on its users based on ten elements, namely air, water, nutrition, light, movement, comfort, mind, sound, material, and community. There are guidelines for each element, such as natural light, sustainable materials, but also the promotion of healthy nutrition or mental health awareness. It really is about a long-term vision that must also be supported by the users.
BREEAM has several levels that can be achieved. Does the same apply here?
Yes, it does. A building must meet certain preconditions to be able to receive a WELL Certificate. It will also earn additional points for each optimisation. These points determine whether a building will receive a bronze, silver, gold, or platinum label.
The WELL Certificate has a clear added value for the users. Does it also have direct advantages for developers?
Yes, indeed, the WELL Certificate offers an exceptional sales advantage precisely because it is still new in Belgium. It will be essential to communicate that correctly.
What do you mean by that?
Today's buyers are no longer persuaded by labels stuck on text-heavy flyers, but are more critical and will make comparisons. Authentic experiences and a coherent marketing strategy are just as meaningful.
Effective communication means a good understanding of the target groups and how to address them personally using the appropriate tools. So why not, for example, offer a fresh juice instead of a flyer, a pop-up on the website that reminds you to be physically active, or a large plant wall for the site partition?
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